Research on Influencing Factors of Relative Customer Value
|Keywords||Customer value Relativity Influencing factor Structural Equation|
Customer value has become an important source of competition strength, whether or not to provide customers with higher relative customer value has become an important indicator to measure success. A large number of studies have shown that there is obvious relatively characteristic in the process of customer value perception. In the process of value perception and evaluation, the value customers perceive in the target products is against the value they perceive in the competitive ones, and this value perception is based on the individual perception of customer, and it has significant individual differences. However, many companies ignore the relative characteristic of customer value at the present stage.This article will make a summary and conclusion about the process of value perception of customer self-influence factors based on lots of literature review. Then, it constructs a theoretical research framework based on previous academic research, and this framework describes influence relationship between customer self-influence factors and relative customer value. The framework consists of two kinds of variables and the corresponding relationship, the antecedent variables(self-perception of customer value factors:customer background, motivation, personality preference and purchasing experience), the result variable(relative customer value). It tries to explain the influence means and influence relationship from customer self-influence factors to relative customer value.In this study, it constructs a theoretical research framework based on extensive literature review. The framework consists of two kinds of variables and the corresponding relationship between the path integral, the antecedent variables (self-perception of customer value factors: customer background, motivation, personality preference and purchasing experience), the result variable (relative customer value). The framework try to explain the customer’s own factors of customer value on the relative impact of means and influence.This empirical research selects the college students who perceive and evaluate the value of cell phone as the research object. A final questionnaire forms based on the initial pre-survey questionnaire validity and reliability and filter, then make a questionnaire analysis by SEM, and obtain the following conclusions:the influence factors of customer value perception, motivation, personality preference and buying experience, all have a direct influence to the relative customer value, judging from the influence, motivation has the largest influence, purchasing experience ranks in second place, personality preference ranks in third place, but customer background doesn’t have direct influence to the relative customer value..